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Media Intelligence : MT Resource Guide 2011
E veryone agrees that ‘content is king’ but the mode of delivery in the B2B area, for some, remains firmly in the traditional area of print. “Magazines will always be printed ... and people will continue to buy them. As we stand by this hypothesis, we are focusing our attention on our printed publications and not developing an online model,” says Chris Dutton, MD of Bean Media Group, which has two publications that were awarded in the Publishers Australia B2B Magazine of the Year category in 2010. Dutton believes the company’s concentration on print is the reason for its success. “ We always put 110% into the design and editorial of the series of ‘Australia’s Best’. We never, ever cut costs on printing and as such, our magazines always look aesthetically excellent... money is not an option.” Similarly The Magazine Publishing Company is dedicated to its traditional roots and observes there’s still a high demand for print magazine advertising. “If you are intimate with your marketplace, there’s still a lot of ad dollars out there,” says TMPC executive director Alan Kirk. For many, print is the way of really communicating, Architecture Media MD Ian Close believes. “Print is still very strong. It really is about engaging readers... it does come down to the quality of what you do and how you do it – certainly as far as our very specific B2B area is concerned where we really can communicate with the majority of our potential audience.” IDG Communications MD Davy Adams observes: “We’re also seeing a lot of advertisers return to magazines where they can get more cut-through with a limited budget than they can online." Of course there are characteristics of print magazines that can’t be incorporated online. In the retail area for instance, Retail Media has found that working in a market that’s driven by innovation, it’s expected that media partners develop innovation that works in B2B publishing There appears to be two camps in the B2B arena – the early adopters who are harnessing the latest media – including the Net, iPads, social and mobile – as extensions to their print base while others are steadfastly maintaining print as their offer with perhaps a touch of online. at the business end Straddling the Net “Print delivers strong readership engagement” – Ian Close MD, Architecture Media p50-53 b2bPublish.indd 50 14/4/11 1:27:32 AM
MT Resource 2010
Media Trends+Strategy 2012